Study Of Personal Banking Services Marketing Based On Customer Value Chain

As the banks gradually change to customers-oriented enterprises nowadays, the highlight of finance marketing has switched from the stage of product oriented and competition oriented to that of customer needs and deep whole sides marketing. Meanwhile, the residents'consumption need for bank products and services has enhanced obviously which results in the boom of personal banking services. So it is necessary to study customer value composition and its inherent relationship in the sight of customer. Combining the problems which have presented themselves in personal banking services at the present time, it has important significance for the study of personal banking business both in theory and marketing practice with the systematic customer value chain concepts.Customer accepts the personal banking service to pursue value of personal financial life. In a single personal banking service, in the different stages of "Ante Buy", "Buy"," Use" and "Post-use", Customer intentionally or unintentionally pursuit feeling some value by products, services, personnel, image and environment, which form its single consumption value chain. Consuming or using a product or service is to achieve a life goal , which is related to other relevant consumption closely. Therefore, focus on the value of the pursuit of life, the value of consumption by the relevant part form a combined consumption value chain. The cycle of the value pursuit in customer life also forms value chain cycle of Customer Lifetime Value. Then based on single consumption value chain of financial products, combined consumption value chain of financial life, and value chain cycle of Customer Lifetime Value, it builds customer value-chain system of personal banking services.The author makes a strategic plan of customer value for the banks to implement according to the development of personal banking services. The author points out that bank should establish the correct customer-oriented business philosophy at first, with the unified operation of external marketing ideas to form a "customer value-centered" enterprise culture, in all aspects of business processes to design philosophy as a guide, establish operational goals that providing customers with comprehensive and multi-functional financial services; Secondly, in accordance with customer demand and customer value segmentation, fixes on different levels of customer needs and values; thirdly, depending on differences of customer value demand, locks targeted customers, make functional, visual and experienced brand positioning according to customers value chain; again, considering the current marketing environment, with customers, resources and other factors, confirms its advantages in the value chain, then following strategic direction of the concept and positioning, adjusts competition strategies of its own to keep corresponding link of customers value chains to suit for the development of its brand positioning.This paper also discussed the marketing practice based on the customer value chain. Based on summing up the successful marketing experience of the Chinese and foreign banks in the personal services, it elaborates excellent marketing, cross-selling and value mining on the basis of customer value chain system. Excellent marketing can optimize single customer consumption value with the grasp of external influencing factors and the implementation of ABUP strategy; cross-selling can improve customer combined value through its own products combination and enterprises organic Union; value mining can maximize Customer Lifetime Value by customer life cycle and customer expanding. All the strategies above ultimately enhance the overall value of bank customers, grasp of customer satisfaction and loyalty, lay the foundation for the implementation of financial innovation, and maximize the value of customers to achieve the sustainable and healthy development of enterprises.